Project Report: Analysis of Customer Relationship Management Model

This project report provides a comprehensive analysis of Customer Relationship Management (CRM), focusing on the CRM model, the Gartner competency model, and its various components. The report delves into the different facets of CRM, including CRM vision, strategy, customer experience, organizational collaboration, CRM processes, information, technology, and metrics. It examines how these components contribute to effective customer relationship management and how organizations can implement a CRM model to enhance customer loyalty and business performance. The report also discusses the importance of aligning CRM strategies with organizational goals and leveraging technology to improve customer interactions and data management. The report also highlights the significance of CRM in attracting and retaining customers, reducing costs, and gaining a competitive edge in the market. The project also suggests the implementation of the Gartner's competency model for NHM, emphasizing the importance of IT and customer data management.

Running Head: Customer relationship management
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Project Report: Customer Relationship Management

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Contents
Introduction.......................................................................................................................3
CRM Model......................................................................................................................3
Gartner competency model...........................................................................................3
Different components of the model..................................................................................4
1. CRM vision...............................................................................................................4
2. CRM strategy............................................................................................................5
3. Valued customer experience.....................................................................................5
Organizational collaboration........................................................................................6
5. CRM process............................................................................................................6
6. CRM information......................................................................................................7
CRM technology...........................................................................................................7
8. CRM metrics.............................................................................................................8
Implementation of CRM model......................................................................................10
Conclusion......................................................................................................................12
References.......................................................................................................................14

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Introduction:
Customer relationship management is a strategy of every organization which is made
by the companies and the business to maintain the performance and the position of a
company. These strategies helps the comapny to maintain the relationship with the customers
and also help the company to make loyal customers, indirectly these strategies help the
comapny to enhance the turnover and grab more market share (Wang and Feng, 2012). The
strategies of CRM play a crucial role in developing and managing the performance of an
organization.
According to the given case, NHM is one of the larges science centre worldwide and
it is using the customer relationship management model to manage and attract the clients
more towards the company. Customer relationship model is an approach that assists the
comapny to manage the customers. CRM model helps a company to build and develop a
good relationship with the customers.
In this report, customer relationship management model has been analyzed. The
Gartner competency model has been analyzed to identify the position and the performance of
customer relationship model in an organization. Various components of CRM have also been
evaluated to perform the study. Further, it has been analyzed that how a CR model could be
implemented in an organization.
CRM Model:
Customer relationship management is a model which could be defined as technology,
strategy and practice that is used by various organizations to develop and manage the
customer data and customer interactions so that a good relationship could be managed. It also
helps a company to retain the customers. Customer relationship management is a strategy of
every organization which is made by the companies and the business to maintain the
performance and the position of a company (Mithas, Krishnan and Fornell, 2013).
Customer relationship model is an approach that assists the comapny to manage the
customers. CRM model helps a company to build and develop a good relationship with the
customers. For this report, Gartner’s competency model has been evaluated and the
components of the customer relationship model have been analyzed.
Gartner competency model:

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Gartner’s competency model is one of the largest and leading IT research and
advisory company. Currently, around 10,000 organizations are using this technology to
manage the customer relations and retention them in the business. This model has been
recognized in 1979. It has been headquartered in Stamford, USA. Currently, around 7600
associates are there in the business which contains 1800 research analyze and various
consultants. This comapny has its customers in around 90 countries.
Different components of the model:
The CRM framework has been presented by the comapny in 2002. This CRM
framework has eight blocks. The model of CRM is as follows:
(Malthouse et al, 2013)
Components of the customer relationship model of Gartner’s competency model are
as follows:
1. CRM vision:
It is the main vision of this CRM model to earn the loyalty of the customer and it also
anticipates the need and the values of the customers. Basically, this model express that the
customers could be retained and their values could be created through the product quality
consistency, reliability over the products and company, flexibility, innovative services and
the responsiveness towards the customer (Harrigan et al, 2015).

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This model helps a comapny to manage all the above explained factors so that the
company could achieve the target and the vision. It would also enrich the trust and co
operation through mutual understanding and the various innovative services.
2. CRM strategy:
The main strategy of CRM model is to create and maintain a structured roadmap for the
organization to manage the customers and it also prioritizes the initiatives. Basically, this
model express that the companies are required to manages and identify the goals and
initiatives respectively, it benchmarks the current state of a company. Further, this model
determine the experience level of a customer and it baselines the goals setting.
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target (Haislip and Richardson, 2015).
3. Valued customer experience:
(Küpper et al, 2014)
The next component of CRM model express that it is required for the business to ask
the customers for their experience through various sources. This experience could be
recognized by a comapny through a continuing process in which the product and services
would be developed by the company firstly and then the promotion would be done for the
products and the services. Further, the experiences of pricing and the purchase would be

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registered. Than the product experience could be evaluated. Further, the billing payment and
the care experience must be recognized and lastly, the exit experience (Fuchs, 2007).
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
4. Organizational collaboration:
(Kim, Kumar and Kumar, 2012)
The next component of CRM model is to manage the various efforts of the
collaboration to manage the customer’s relationship with the organization. The organizational
collaboration depict that a business is required to manage the strategy, process, culture and
the Information technology system in a better way and efficient manner to manage the
process and the collaboration of the organization in a perfect manner which would help the
comapny to achieve its target in an efficient manner (Goddard et al, 2012).
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
5. CRM process:

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The next component of CRM model is to manage the process of the customer
relationship in an organization. Basically, a CRM process must start from the point where a
customer enters into the store or shows some interest into your product through online or
offline sources and this strategy must go on from their first point to the end. A company must
analyze and verify that the customers are happy with the products or the services. The
customers must also be provided some after sell services and for making them good client, a
comapny is required to send them well wishes timely (Khosravifar et al, 2012).
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
6. CRM information:
The next component of CRM model is to inform the customers of the organization
about each change which have taken place into the company. A company is required to
express the client about the value segment of the customers in the company, company must
understand the needs and preferences of the customer, the target customer of the company
must be classified in a perfect manner, customer responses must be monitored and the next
step and the campaign must be started on the basis of that (Daniels, Radebaugh, Sullivan and
Salwan, 2009).
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
7. CRM technology:

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The next component of CRM model depict about the technology which could be used
by the organization to manage the good relationship with the customers. This segment depict
that an organization could communicate and solve the query of its customers through various
online sources (Czinkota et al, 2009). It would save the time of the client and organization
both and at the same time; it would manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target. Information technology system could be a better way and efficient manner to
manage the process and the process of retaining and attracting more customers in the
organization (Khodakarami and Chan, 2014). It would help the company in a perfect manner
to achieve its target in an efficient manner.
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
8. CRM metrics:
The last component of CRM model depict about the various matrices which would help
the company to manage the CRM policies in a better way. Some of the matrices which could
be followed by the company are as follows:
a. Case must be closed same day
b. Service renewals % must be in favour of the customers

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c. Brand image must be good
d. Average number of services must be considered
e. Average time of resolution must be taken into context
f. Services calls number are also important
g. Customer categorization must be done
h. Customer satisfaction level must be good (Khodakarami and Chan, 2014).
This model helps a comapny to manage and enrich the trust and co operation through
mutual understanding and the various innovative services so that the company could achieve
the target.
With the components of the Gartner’s customer relationship model, it has been found
that the main aim of every CRM model is to enhance the level of the customer attraction and
retention. This model helps an organization into managing and reducing the cost of customer
turnover, the switching cost of the company get reduced due to the CRM model this model
enhances the level of the collaboration and managing the other activities of a business. It
would also assist an organization into grabbing the international market.
Various organization form the worldwide uses this technology to manage their business
and enhance the level of their business. In current era, it becomes important for every
business to manage and run the business in such a manner that the society gets the benefits of
it and it could be possible through the CRM model (Kazim et al, 2013). On the basis of CRM
model, it becomes easy for the companies to categorize the customers and mange the
relationship on that basis only. Through these ways, the international market is also not a big
deal for the company and the client satisfaction would also enhance.
This model is the customer oriented model, it mainly focuses over the customer
relationship only. The other factors of a business could not be considered and evaluated
through this model by a company (Infoentrepreneurs, 2017). A business is required to
manage the strategy, process, culture and the Information technology system in a better way
and efficient manner to manage the process and the objectives of the organization in a perfect
manner which would help the comapny to achieve its target in an efficient manner.

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Implementation of CRM model:
CRM model could be implemented by every business through analyzing the market
and evaluating their personal needs. In case of NHM, it has been found that this companies
have more than 5 million visitors in a year and thus it is not easy for the comapny to manage
the data of 5 million people so the company is suggested to adopt the Gartner’s competency
model as these model is based over the Information technology and the data base of the
customers and the visitors is saved over the cloud and it could be classified their itself so that
the good communication could be set up with the customers and the best services could be
offered to the customers (Cavusgil et al, 2014).
Identify the organizational preferences about a CRM system:
The organization is required to enhance and analyze the various issues which are
associated with the operations of the business. The company must analyze the main root of
that issues and then it must identify that by which policies, these issues could be overcome.
Company must require the best CRM system to resolve the queries. A best CRM system
could always help a company to resolve many of the associated issues and thus it is required
for the business to implement the CRM system in the business (Boulding et al, 2013).
Find a suitable and good CRM vendor:
After analyzing the point that CRM system is the best for the company for resolve the
issues, the next step is to analyze and identify the vendors which offer the CRM services to
the organizations. The CRM model must be chose by the company through investigating over
various tools and techniques of a company and the needs f the company, the reviews of the
model must also be investigated by the company to analyze and manage the practices of the
business. The best CRM model would help the company to attract more customers and the
retention % would also be highest (Zeynep and Toker, 2012).
Develop a budget:
After analyzing the best CRM system for the company for resolves the issues, the next
step is to analyze and identify the budget for the CRM services to the organizations. The
CRM model must be chose by the company according to the budget, if we talk about the
NHM, than it has been found that the budget of the company could be in billions and thus the
company must go for the best CRM model so that the company would be able to attract more

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customers and the retention % would also be highest of the company through it (Ryals,
2013).
Identify the training department:
Further, after analyzing the best budget for the company for resolve the issues, the next
step is to manage and evaluate that what are the main practices which must be learnt by the
businesses and how it could be learnt by the employees. What are the best departments and
the employees who could handle this process in a better way and how would the performance
of the CRM model be enhanced. The best strategy would help the company to attract more
customers and the retention % would also be highest (Subashini and Kavitha, 2011).
Draw a blueprint:
Further, after analyzing the best employees and departments for the training purpose
for resolve the issues, the next step is to develop a blue print of the works and the control
over the CRM model so that the orders could be filled to the lower level management
accordingly. A best CRM system could always help a company to resolve many of the
associated issues and thus it is required for the business to implement the CRM system in the
business.
Ensure equal participation from business and IT:
Further, after analyzing preparing the blue print of all the activities of the CRM
model, the next step is to manage the collaboration among all the required fields of a business
which is IT, strategy and culture (Nguyen and Mutum, 2012). A best CRM system could
always help a company to resolve many of the associated issues and thus it is required for the
business to implement the CRM system in the business. This collaboration would help the
company to manage and maintain the best practices of the CRM model.
The granter’s competency model depict that a business must be IT friendly and must
use the best of the IT practices to manage the performance and the activities of the business.
Implement the CRM system:
Further, after analyzing and managing all the steps of the CRM model, the last step is
to implement the CRM model in the business. A best CRM system could always help a
company to resolve many of the associated issues and thus it is required for the business to

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implement the CRM system in the business. This collaboration would help the company to
manage and maintain the best practices of the CRM model.
Now it is implicit that Customer relationship model is most momentous and effective
approach to develop and manage the activities and the link with natural history museum’s
client. It evaluates the growth and success of the higher level of the organization, NHM. It
also focuses and enhances the productivity and performance of the organization. Further, it
also assists the company into analyzing and identifying the future needs of an organization
(Peppers and Rogers, 2016). Through the CRM model, it becomes easy for a company to
meet with all the requirements easily and manage the business. Customer relationship
management is a strategy of every organization which is made by the companies and the
business to maintain the performance and the position of a company (Rai, 2012).
These strategies helps the comapny to maintain the relationship with the customers
and also help the company to make loyal customers, indirectly these strategies help the
comapny to enhance the turnover and grab more market share. The strategies of CRM play a
crucial role in developing and managing the performance of an organization. The CRM
model helps the NHM into managing and developing its international bean through the help
of online sources and the IT (Sudhakaran and Ramu, 2014).
Basically, a CRM model is known as an “opportunity for business” model as various
issues and the problems of a company could easily be reduced through this strategy. This
model helps an organization into managing and reducing the cost of customer turnover, the
switching cost of the company get reduced due to the CRM model this model enhances the
level of the collaboration and managing the other activities of a business. It would also assist
an organization into grabbing the international market. .
Conclusion:
To conclude, A best CRM system could always help a company to resolve many of the
associated issues and thus it is required for the business to implement the CRM system in the
business. Customer relationship management is a strategy of every organization which is
made by the companies and the business to maintain the performance and the position of a
company. CRM model could be implemented by every business through analyzing the
market and evaluating their personal needs. The strategies of CRM play a crucial role in
developing and managing the performance of an organization. On the basis of CRM model, it

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becomes easy for the companies to categorize the customers and mange the relationship on
that basis only. Through these ways, the international market is also not a big deal for the
company and the client satisfaction would also enhance.

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